CHAPTER 3—THE CONSUMER DECISION PROCESS



CHAPTER 3—THE CONSUMER DECISION PROCESS

MULTIPLE CHOICE

1. The consumer decision process has seven major stages. Which of the following is not one of these stages?

|a. |Need recognition |

|b. |Purchase |

|c. |Information processing |

|d. |Divestment |

|e. |All the above are stages in the consumer decision process. |

ANS: C

2. What is the first stage of the consumer decision process?

|a. |Internal search |d. |Purchase |

|b. |External search |e. |None of the above. |

|c. |Pre-Purchase Evaluation |

ANS: E

3. Need recognition occurs when a person perceives a difference between the ____ and the ____ state of affairs.

|a. |ideal; actual |d. |primary; secondary |

|b. |past; future |e. |None of the above. |

|c. |expected; obtained |

ANS: A

4. Retrieving knowledge from memory is known as ____. Collecting information from peers, family, and the marketplace is known as ____.

|a. |initial search; secondary search |

|b. |internal search; external search |

|c. |memory search; reference group search |

|d. |thinking; searching |

|e. |None of the above are correct. |

ANS: B

5. Which of the following is not a component of the search stage in the consumer decision process model?

|a. |Internal |d. |A and B |

|b. |External |e. |A, B, and C |

|c. |Prolonged |

ANS: C

6. Search is determined by all the following except:

|a. |Personality |d. |Past experiences |

|b. |Social class |e. |All of the above affect search. |

|c. |Income |

ANS: E

7. Which of the following is not an example of a marketer-dominated source of information?

|a. |Advertising |

|b. |Salespersons |

|c. |Infomercials |

|d. |Word-of-mouth communication |

|e. |All of these are examples of marketer-dominated sources of information. |

ANS: D

8. Which of the following is an example of a nonmarketer-dominated source of information?

|a. |Consumer Reports |

|b. |Infomercials |

|c. |Advertising |

|d. |Salespersons |

|e. |None of these are examples of a nonmarketer-dominated source of information. |

ANS: A

9. Exposure, attention, comprehension, acceptance and retention are the steps involved in:

|a. |search |d. |pre-purchase evaluation |

|b. |need recognition |e. |None of the above. |

|c. |information processing |

ANS: C

10. Which of the following is not a stage of information processing?

|a. |Attention |

|b. |Acceptance |

|c. |Comprehension |

|d. |Emotion |

|e. |All of these are stages in information processing. |

ANS: D

11. At what stage during information processing is the message further analyzed against categories or meaning stored in memory?

|a. |Retention |d. |Comprehension |

|b. |Attention |e. |Acceptance |

|c. |Exposure |

ANS: D

12. The standards and specifications used to compare different products and brands are called:

|a. |salient attributes |d. |decision factors |

|b. |determinant attributes |e. |None of the above. |

|c. |evaluative criteria |

ANS: C

13. ____ occurs when the product performs as good as consumers expected.

|a. |Post-consumption evaluation |d. |Post-purchase regret |

|b. |Satisfaction |e. |Cognitive dissonance |

|c. |Dissatisfaction |

ANS: B

14. ____ occurs when product performance falls short of consumers' expectations.

|a. |Post-consumption evaluation |d. |Post-purchase regret |

|b. |Satisfaction |e. |Cognitive dissonance |

|c. |Dissatisfaction |

ANS: C

15. ____ occurs when consumers second guess their purchase decisions.

|a. |Post-consumption evaluation |d. |Post-purchase regret (confusing response) |

|b. |Satisfaction |e. |Cognitive dissonance (correct response) |

|c. |Dissatisfaction |

ANS: E

16. What stage follows search in the consumer decision process model?

|a. |Need recognition |d. |Post-purchase evaluation |

|b. |Purchase |e. |Divestment |

|c. |Pre-purchase evaluation |

ANS: C

17. The final stage in the consumer decision process model is

|a. |Need recognition |d. |Post-purchase evaluation |

|b. |Search |e. |Divestment |

|c. |Pre-purchase evaluation |

ANS: E

18. In the consumer decision process model, the ____ stage is where satisfaction with the product experience is determined.

|a. |Need recognition |d. |Post-purchase evaluation |

|b. |Search |e. |Divestment |

|c. |Pre-purchase evaluation |

ANS: D

19. The CDP model cannot be used to:

|a. |identify relationships between variables that affect consumer decision making |

|b. |identify topics for additional research |

|c. |develop and implement marketing mix strategies |

|d. |A and B |

|e. |The CDP can be used to do all of the above. |

ANS: E

20. Which of the following is an option to consumers in the divestment stage of the consumer decision process model?

|a. |Disposal |d. |A and B |

|b. |Recycling |e. |A, B, and C |

|c. |Remarketing |

ANS: E

21. Which of the following is not one of the categories identified in Chapter 3 that influences consumer decision making?

|a. |Individual differences |

|b. |Psychological processes |

|c. |Physiological factors |

|d. |Environmental influences |

|e. |All of these categories were identified in Chapter 3. |

ANS: C

22. Which of the following is not one of the individual differences discussed in Chapter 3?

|a. |Demographics |

|b. |Social Class |

|c. |Motivation |

|d. |Knowledge |

|e. |All of these are individual differences discussed in Chapter 3. |

ANS: B

23. According to Chapter 3, if you wish to understand and influence consumer behavior you must have a grasp of which psychological process?

|a. |Learning |d. |A and B |

|b. |Information processing |e. |A, B, and C |

|c. |Attitude and behavior change |

ANS: E

24. Which of the following is not one of the three primary consumer resources?

|a. |Time |c. |Knowledge |

|b. |Money |d. |Information processing capabilities |

ANS: C

25. ____ is defined as information stored in memory.

|a. |Motivation |d. |Value |

|b. |Knowledge |e. |Personality |

|c. |Attitude |

ANS: B

26. ____ is an overall evaluation of an alternative.

|a. |Motivation |d. |Consumer resource |

|b. |Knowledge |e. |None of the above. |

|c. |Attitude |

ANS: C

27. Which of the following is not one of the environmental influences discussed in Chapter 3?

|a. |Attitudes |

|b. |Culture |

|c. |Family |

|d. |Personal influence |

|e. |All of these are environmental influences discussed in Chapter 3. |

ANS: A

28. ____ is used in the study of consumer behavior and refers to the values, ideas, artifacts and other symbols that help individuals communicate, interpret and evaluate as members of society.

|a. |Culture |d. |Personal influence |

|b. |Social Class |e. |Situational influence |

|c. |Family |

ANS: A

29. The most complex of the decision processes is:

|a. |limited problem solving |d. |habitual decision making |

|b. |midrange problem solving |e. |None of the above. |

|c. |extended problem solving |

ANS: C

30. Consider the consumer making a purchase decision in a particular product category for the very first time. In this situation, it would be impossible for the consumer to make the purchase decision using which of the following decision processes?

|a. |limited problem solving |d. |habitual decision making |

|b. |midrange problem solving |e. |None of the above. |

|c. |extended problem solving |

ANS: D

31. For repeat purchases, the two main forms of decision-making processes are ____ and ____.

|a. |repeated problem solving; brand loyalty |

|b. |repeated problem solving; habitual decision making |

|c. |habitual decision making; brand loyalty |

|d. |LPS; EPS |

|e. |brand loyalty; brand disloyalty |

ANS: B

32. Impulse buying is characterized by all the following except:

|a. |a sudden desire |

|b. |onset of conflict and struggle |

|c. |minimal objective evaluation |

|d. |careful deliberation between alternatives |

|e. |lack of regard for consequences |

ANS: D

33. Which of the following is likely to trigger an impulse purchase?

|a. |product display |

|b. |newspaper inserts advertising weekly price specials |

|c. |point-of-sale promotion |

|d. |A and C |

|e. |A, B, and C |

ANS: D

34. Which of the following factors influences the extent of the problem-solving process during consumer decision making?

|a. |Degree of involvement |

|b. |Degree of differentiation between alternatives |

|c. |Amount of financial resources available |

|d. |A and B |

|e. |A, B, and C |

ANS: D

35. ____ is characterized by intensive search for information and complex evaluation while ____ represents less motivation to search for information and engage in alternative evaluation.

|a. |LPS; MPS |d. |LPS; EPS |

|b. |MPS; EPS |e. |None of the above. |

|c. |EPS; LPS |

ANS: C

36. Within the purchase stage, a consumer’s in-store choices may be influenced by:

|a. |salespersons. |d. |B and C |

|b. |point-of-purchase advertising. |e. |A, B, and C |

|c. |product displays. |

ANS: E

37. Which of the following factors influences personal involvement?

|a. |Personal factors |d. |A and B |

|b. |Product factors |e. |A, B, and C |

|c. |Situational factors |

ANS: E

CHAPTER 4—PRE-PURCHASE PROCESSES

MULTIPLE CHOICE

1. Need recognition occurs when the consumer perceives a sufficient difference between the ____ and ____ state of affairs.

|a. |actual; perceived |d. |ideal; desired |

|b. |desired; actual |e. |None of the above. |

|c. |previous; actual |

ANS: B

2. Which of the following could not cause need activation?

|a. |The passage of time. |

|b. |Changes within the family, such as the birth of a child. |

|c. |The purchase of a new product. |

|d. |All of the above could lead to need activation. |

|e. |None of the above could lead to need activation. |

ANS: D

3. Businesses are able to encourage need recognition by:

|a. |changing consumers’ desired states |

|b. |changing consumers’ perceptions of their actual states |

|c. |reminding consumers of their needs |

|d. |A and B |

|e. |A, B, and C |

ANS: E

4. Suppose an orange grower association sponsored an advertising campaign that emphasized nutritional advantages of regularly consuming some form of orange juice. This campaign is attempting to elicit ____ need recognition by changing consumers' ____ states.

|a. |selective; actual |d. |generic; desired |

|b. |selective; desired |e. |None of the above. |

|c. |generic; actual |

ANS: D

5. ____ search involves the retrieval of knowledge from memory, whereas ____ search consists of collecting information from the marketplace.

|a. |Primary; secondary |d. |Subjective; objective |

|b. |Internal; external |e. |None of the above. |

|c. |Generic; selective |

ANS: B

6. Consumers are most likely to rely on internal search when:

|a. |they are first time buyers |

|b. |a long time has passed since the last time a purchase decision in the product category was made |

|c. |they are satisfied with the results of previous buying activities |

|d. |B and C |

|e. |A, B, and C |

ANS: C

7. Mary Jane is quite satisfied with her most recent purchase of hair care items. For future purchases of that nature, she is most likely to rely on:

|a. |internal search |d. |the advice of friends |

|b. |the generation of new needs |e. |the advice of her beautician |

|c. |external search |

ANS: A

8. Ongoing search involves:

|a. |acquisition of information on a regular basis. |

|b. |occasional bits of information casually acquired. |

|c. |the sudden urge to buy a previously unknown product. |

|d. |the careful consideration of a one-time purchase. |

|e. |None of the above. |

ANS: A

9. The primary motivation behind pre-purchase search is to:

|a. |make better product choices. |

|b. |break old and established purchase habits. |

|c. |habituate purchases which are made on a regular basis. |

|d. |reduce consumption to expediency. |

|e. |develop a consistent purchase pattern. |

ANS: A

10. According to a funnel search strategy, consumers begin their Internet search by entering ____ into a search engine.

|a. |a particular brand name |d. |All of the above. |

|b. |a generic term |e. |None of the above. |

|c. |a particular retailer’s name |

ANS: B

11. Consumers are more likely to search when they:

|a. |perceive the decision as high in risk. |

|b. |are satisfied with their prior choices in the product category. |

|c. |perceive the benefits of search to outweigh the costs of search. |

|d. |A and C |

|e. |A, B, and C |

ANS: D

12. There is ____ relationship between consumer knowledge and search.

|a. |a positive |d. |an inverted-U |

|b. |a negative |e. |None of the above. |

|c. |a U-shaped |

ANS: D

13. As a rule of thumb, a company should:

|a. |pay as much attention to the prices of its competitors as do consumers in its target market. |

|b. |pay less attention to the prices of its competitors than do consumers in its target market. |

|c. |pay attention to the prices of its competitors regardless of what consumers may do. |

|d. |ignore the prices of its competitors regardless of what consumers may do. |

|e. |always sell its product for less than the competition. |

ANS: A

14. A recent survey of consumer search and brand choice yielded the following results:

| |Percentage Choosing |

|Amount of Search |Brand A |Competitors’ Brands |

|Minimal |40% |60% |

|Moderate |30% |70% |

|Extensive |20% |80% |

Based on these results, brand A would:

|a. |want to encourage consumer search. |

|b. |not want to encourage consumer search. |

|c. |conclude that the amount of search is unrelated to brand choice. |

|d. |Can't tell without more information. |

ANS: B

15. The consideration set:

|a. |consists of those alternatives considered during decision making. |

|b. |typically contains only a subset of the total number of alternatives available in the marketplace. |

|c. |is fairly stable in size across different consumers. |

|d. |A and B |

|e. |A, B, and C |

ANS: D

16. The attraction effect suggests that the introduction of a/n ____ brand into the consideration set causes the other brands in the set to be evaluated ____.

|a. |inferior; less favorably |d. |superior; more favorably |

|b. |inferior; more favorably |e. |There is no attraction effect. |

|c. |superior; less favorably |

ANS: B

17. When recognition at the point-of-purchase determines the consideration set, a manufacturer's marketing strategy should emphasize:

|a. |the product's price. |d. |brand name recall. |

|b. |the packaging of the product. |e. |None of the above. |

|c. |competitors' prices. |

ANS: B

18. When evaluating choice alternatives, consumers may:

|a. |rely on pre-existing evaluations. |

|b. |construct a new evaluation using a categorization process. |

|c. |construct a new evaluation using a piecemeal process. |

|d. |B and C |

|e. |A, B, and C |

ANS: E

19. Product evaluations constructed through a categorization process are based on:

|a. |association with a category. |

|b. |association with an endorser. |

|c. |piecemeal, attribute-by-attribute assessments. |

|d. |the attraction effect. |

|e. |comparisons against cutoffs. |

ANS: A

20. Brand extensions should be most effective when:

|a. |the core or parent brand is well liked. |

|b. |the product categories of the extension and core brand are similar. |

|c. |the product categories of the extension and core brand are dissimilar. |

|d. |A and B |

|e. |A and C |

ANS: D

21. A ____ is a restriction or requirement for acceptable performance.

|a. |standard |d. |cue |

|b. |cutoff |e. |decision rule |

|c. |signal |

ANS: B

22. Which of the following could serve as a signal to consumers in making judgments about a product's quality?

|a. |Price |d. |A and C |

|b. |Warranty |e. |A, B, and C |

|c. |Brand Name |

ANS: E

23. Which of the following is not a noncompensatory strategy?

|a. |Lexicographic |

|b. |Weighted additive |

|c. |Conjunctive |

|d. |Elimination by Aspects |

|e. |All of the above are compensatory rules. |

ANS: B

24. According to this evaluation strategy, brands are initially compared on the most important attribute.

|a. |Lexicographic |d. |Elimination by aspects |

|b. |Simple additive |e. |A and D |

|c. |Conjunctive |

ANS: E

25. This evaluation strategy closely resembles the lexicographic decision rule except that it also involves the use of cutoffs.

|a. |Simple additive |d. |Compensatory |

|b. |Conjunctive |e. |None of the above. |

|c. |Elimination by aspects |

ANS: C

26. In this evaluation strategy, cutoffs are established for each salient attribute. Each brand is compared, one at a time against this set of cutoffs.

|a. |Lexicographic |d. |Elimination by aspects |

|b. |Simple additive |e. |Compensatory |

|c. |Conjunctive |

ANS: C

27. Under this evaluation strategy, a perceived weakness of one attribute may be offset or compensated for by a perceived strength of another attribute.

|a. |Lexicographic |d. |Elimination by aspects |

|b. |Compensatory |e. |None of the above. |

|c. |Conjunctive |

ANS: B

28. Under this evaluation strategy, the consumer simply counts or adds the number times each alternative is judged favorably in terms of the evaluative criteria. The alternative having the larger number of positive attributes is chosen.

|a. |Lexicographic |d. |Simple additive |

|b. |Conjunctive |e. |Weighted additive |

|c. |Elimination by aspects |

ANS: D

CHAPTER 5—PURCHASE

MULTIPLE CHOICE

1. In the purchase decision process, consumers decide on many things. Which of the following is not one of these?

|a. |Whether to buy |

|b. |When to buy |

|c. |Where to buy |

|d. |How much to consume |

|e. |All of the above are part of the decision process. |

ANS: D

2. Chapter 5 discusses different types of purchase decisions. Which of the following is not one of these?

|a. |Fully planned purchase |

|b. |Unplanned purchase |

|c. |Anticipated purchase |

|d. |Partially planned purchase |

|e. |All of the above are types of purchase decisions discussed in Chapter 5. |

ANS: C

3. When consumers intend to buy the product but defer brand choice until shopping they are following a/an ____ process.

|a. |fully planned purchase |d. |partially planned purchase |

|b. |unplanned purchase |e. |None of the above. |

|c. |anticipated purchase |

ANS: D

4. Both the product and brand are chosen in advance of entering the store when consumers follow a/an ____ process.

|a. |fully planned purchase |d. |partially planned purchase |

|b. |unplanned purchase |e. |None of the above. |

|c. |anticipated purchase |

ANS: A

5. Creating a database of names for developing continuous communications and relations with the consumer is a process called:

|a. |purchase modification |d. |Internet communication |

|b. |telephone solicitation |e. |None of the above. |

|c. |data-based marketing |

ANS: C

6. Which of the following is not a personal motive for people to shop?

|a. |Role playing |

|b. |Physical activity |

|c. |Diversion |

|d. |Peer group interaction |

|e. |All of these are personal shopping activities. |

ANS: D

7. The purchase decision process involves deciding on:

|a. |which type of retail concept |d. |B and C |

|b. |which type of store |e. |A, B, and C |

|c. |which specific retailer to patronize |

ANS: E

8. Consumers' overall perception of a store is referred to as:

|a. |store cognition |d. |store image |

|b. |store atmospherics |e. |None of the above. |

|c. |store stature |

ANS: D

9. Which of the following are criteria consumers might use for evaluating retailers?

|a. |Location |d. |A and B |

|b. |Price |e. |A, B, and C |

|c. |Store atmosphere |

ANS: E

10. Which one of the following is not discussed in Chapter 5 as an important determinant of store choice?

|a. |Nature of store clientele |

|b. |Store heritage |

|c. |Sales personnel |

|d. |Location |

|e. |All of these are discussed in Chapter 5 as determinants of store choice. |

ANS: B

11. Which of the following stores is not a category killer?

|a. |Home Depot |

|b. |Virgin Megastore |

|c. |Best Buy |

|d. |LensCrafters |

|e. |All of the above are category killers. |

ANS: E

12. Department stores typically have:

|a. |slower inventory turns |d. |smaller inventory losses |

|b. |lower operating expenses |e. |None of the above. |

|c. |higher sales per square foot |

ANS: A

13. The importance of price as a determinant of store patronage:

|a. |is not recognized by most retailers |d. |B and C |

|b. |varies by type of product |e. |A, B, and C |

|c. |depends on nature of buyer |

ANS: D

14. ____ advertising uses visual components and words to help consumers form an expectation about what they will experience in the store.

|a. |Image |d. |Experience |

|b. |Information |e. |None of the above. |

|c. |Promotion |

ANS: A

15. ____ advertising provides details about products, prices, store locations, and other attributes that might influence purchase decisions.

|a. |Image |d. |Experience |

|b. |Information |e. |None of the above. |

|c. |Promotion |

ANS: B

16. A salesperson’s effectiveness does not depend on her/his:

|a. |product expertise |

|b. |trustworthiness |

|c. |personality |

|d. |customer knowledge |

|e. |A salesperson’s effectiveness depends on all of the above. |

ANS: E

17. ____ are the physical properties of the retail environment designed to create an effect on consumer purchases.

|a. |Store atmospherics |d. |Store features |

|b. |Store interiors |e. |None of the above. |

|c. |Store attributes |

ANS: A

18. Which of the following properties of music have studies shown to influence purchase?

|a. |The volume at which is played |d. |A and B |

|b. |The type of music played |e. |A, B, and C |

|c. |The speed at which it is played |

ANS: E

19. Research indicates that ____ music increases both shopping time and expenditures in grocery stores compared with ____ music.

|a. |fast-tempo; slow-tempo |d. |classical; techno |

|b. |slow-tempo; fast-tempo |e. |None of the above. |

|c. |techno; classical |

ANS: B

20. ____ displays and signs can increase the odds of capturing consumers' attention, thereby stimulating purchase and increasing sales.

|a. |Point of printing |d. |Point of prompt |

|b. |Point of purchase |e. |None of the above. |

|c. |Point of product |

ANS: B

21. The speed and ease with which consumers move through the retail and shopping process is called:

|a. |customer flow |d. |consumer logistics |

|b. |transaction speed |e. |None of the above. |

|c. |customer turnover |

ANS: D

22. Which of the following items is not one of the stages of consumer logistics?

|a. |Checkout |d. |Preparation to shop. |

|b. |Arriving at the store. |e. |None of the above. |

|c. |Movement through the store. |

ANS: E

23. Shopping malls used to be visited by many consumers. That has changed, however. What has caused consumers to spend less time visiting malls?

|a. |Diminished leisure time |d. |Concerns about security |

|b. |Traffic congestion |e. |All of the above. |

|c. |Internet shopping |

ANS: E

24. Which of the following retailing formats is not an alternative for a marketer to implement multichannel retailing?

|a. |Direct selling |

|b. |Internet retailing |

|c. |Direct marketing |

|d. |Location-based retailing |

|e. |All of the above are alternatives to multichannel retailing. |

ANS: E

25. Which of the following is not a discount/mass retailer?

|a. |Wal*Mart |

|b. |Kmart |

|c. |Target |

|d. |Best Buy |

|e. |All of these are discount/mass retailers. |

ANS: D

26. Marketers that utilize strategies to reach consumers somewhere other than a store are practicing:

|a. |mass advertising. |d. |A and B |

|b. |direct marketing. |e. |A, B, and C |

|c. |indirect marketing. |

ANS: B

27. Direct marketing includes:

|a. |direct selling. |d. |B and C |

|b. |interactive electronic media. |e. |A, B, and C |

|c. |telemarketing. |

ANS: E

28. How consumers allocate their time depends on their ____.

|a. |Leisure time |d. |Timestyles |

|b. |Discretionary time |e. |None of the above. |

|c. |Nondiscretionary time |

ANS: D

29. A traditional view of consumer time budgets includes:

|a. |work |d. |A and B |

|b. |leisure |e. |A, B, and C |

|c. |nondiscretionary time |

ANS: D

30. A contemporary view of consumer time budgets includes:

|a. |work |d. |A and B |

|b. |leisure |e. |A, B and C |

|c. |nondiscretionary time |

ANS: E

31. Nondiscretionary time includes:

|a. |physical obligations. |d. |A and B |

|b. |social obligations. |e. |A, B and C |

|c. |moral obligations. |

ANS: E

32. Consumers expend time during the ____ stage of decision-making.

|a. |pre-purchase |d. |A and B |

|b. |purchase |e. |A, B, and C |

|c. |post-purchase |

ANS: E

33. Which of the following is not an example of polychronic time usage?

|a. |Listening to a podcast while exercising at the gym. |

|b. |Eating dinner and watching television |

|c. |Working a laptop computer while traveling on a train. |

|d. |All of these are examples of polychronic time usage. |

|e. |None of the above are examples of polychronic time usage. |

ANS: D

34. The mental capacity available for undertaking various information-processing activities is known as:

|a. |brain capacity |d. |intellectual resources |

|b. |intensity |e. |None of the above. |

|c. |cognitive resources |

ANS: C

35. The danger of exceeding consumers' cognitive capacity is that they will:

|a. |become more price sensitive. |d. |experience information overload. |

|b. |only buy national brands. |e. |None of the above. |

|c. |postpone the purchase process. |

ANS: D

36. ____ refers to the amount of mental capacity focused in a particular direction.

|a. |Direction |d. |Cognition |

|b. |Attention |e. |None of the above. |

|c. |Intensity |

ANS: C

37. What does IMC stand for?

|a. |Inter-Market Communication |

|b. |International Market Communications |

|c. |Integrated Marketing Communications |

|d. |Integrated Marketing Consumption |

|e. |Integrated Management Communications |

ANS: C

38. Which of the following factors does not influence shopping decisions in the purchase stage of the CDP?

|a. |Store ambience and cleanliness |

|b. |Level of service |

|c. |Overall retail experience |

|d. |Logistics |

|e. |All of the above influence shopping decisions. |

ANS: E

39. According to Chapter 5, in the choice process involving retailers, consideration of ____ usually precedes ____.

|a. |which type of store; which specific retailer to patronize |

|b. |which specific retailer to patronize; type of retailer concept |

|c. |which type of store; type of retail concept |

|d. |type of retail concept; which specific retailer to patronize |

|e. |type of retail concept; which type of store |

ANS: E

40. Which of the following are included in the marketing focus of retailers?

|a. |communicating with segments through computerized databases |

|b. |special hours and services for preferred customers |

|c. |loyalty programs and CRM programs |

|d. |All of the above. |

|e. |None of the above. |

ANS: D

CHAPTER 6—POST-PURCHASE PROCESSES

MULTIPLE CHOICE

1. Which of the following is a way for businesses to sell more of their product?

|a. |Sell to more people |

|b. |Get people to use more of the product per consumption occasion |

|c. |Increasing the number of times consumption occurs |

|d. |A and B |

|e. |A, B, and C |

ANS: E

2. User and nonuser are terms used to distinguish between:

|a. |those who purchase one company's product and those who buy from its competition |

|b. |those who consume the product and those who do not |

|c. |ordinary consumption and extraordinary consumption |

|d. |those who know the product and those that do not |

|e. |None of the above. |

ANS: B

3. The time of the day at which usage occurs is another component of understanding:

|a. |where consumption occurs |d. |how much consumption occurs |

|b. |how consumption occurs |e. |All of the above. |

|c. |when consumption occurs |

ANS: C

4. Which type of usage expansion advertising is most effective?

|a. |Advertising that links the product to a new usage situation. |

|b. |Advertising that compares the product to another product that is typically consumed in the new usage situation. |

|c. |Advertising that compares the product’s consumption in the new situation to its consumption in another usage situation |

| |commonly associated with the product. |

|d. |All of these types of usage expansion advertising are equally effective. |

ANS: C

5. Suppose parents wants to decrease the amount of soda their children consume when they pour the soda from 2 liter bottles. Assuming each type the same amount, which type of glasses should the parents make available?

|a. |Short, wide glasses. |d. |Colored glasses. |

|b. |Tall, slender glasses. |e. |None of the above. |

|c. |Clear glasses. |

ANS: B

6. Usage volume segmentation typically divides users into:

|a. |heavy versus moderate versus light users |

|b. |users versus nonusers |

|c. |frequent versus occasional users |

|d. |maximum versus minimum users |

|e. |None of the above. |

ANS: A

7. Heavy users are those exhibiting:

|a. |little brand loyalty |

|b. |lower levels of product satisfaction |

|c. |high levels of switching behavior |

|d. |the highest level of product consumption |

|e. |None of the above. |

ANS: D

8. Which usage volume segment has the greatest CLV?

|a. |Light users |

|b. |Moderate users |

|c. |Heavy users |

|d. |All segments are equal in their CLV. |

ANS: C

9. Consider the situation in which children at a birthday party are allowed to decide how many jelly beans they wish to eat from a serving tray. Children would be most likely to eat the greatest number of jelly beans when the serving tray contains:

|a. |two flavors of jelly beans mixed together. |

|b. |two flavors of jelly beans separated by flavor. |

|c. |four flavors of jelly beans mixed together. |

|d. |four flavors of jelly beans separated by flavor. |

|e. |Can’t tell without more information. |

ANS: C

10. Which of the following may affect the amount of product that is consumed per consumption occasion?

|a. |How much of the product the consumer has available (i.e., is stockpiled). |

|b. |The amount of product variety. |

|c. |The size of the product package. |

|d. |A and C |

|e. |A, B, and C |

ANS: E

11. Which feelings are a clear indication of a problem with the consumption experience?

|a. |Disappointment |d. |A and C |

|b. |Surprise |e. |A, B, and C |

|c. |Regret |

ANS: D

12. A consumption experience can provide:

|a. |positive reinforcement |d. |A and C |

|b. |negative reinforcement |e. |A, B, and C |

|c. |punishment |

ANS: E

13. A consumer that uses eye drops to relieve his burning eyes is expecting to receive:

|a. |positive reinforcement |c. |punishment |

|b. |negative reinforcement |d. |None of the above. |

ANS: B

14. Punishment occurs when:

|a. |consumers enjoy buying products |

|b. |there is negative reinforcement |

|c. |consumption leads to negative outcomes |

|d. |B and C |

|e. |A, B, and C |

ANS: C

15. In a classic study illustrating how expectation may color the interpretation of the consumption experience, when the consumed brands were ____, consumers ____ differentiate between the brands. But when the consumed brands were ____, consumers ____ differentiate between the brands.

|a. |labeled; did; unlabeled; did not |d. |expensive; did; inexpensive; did not |

|b. |labeled; did not; unlabeled; did |e. |None of the above. |

|c. |expensive; did not; inexpensive; did |

ANS: A

16. Consumption norms represent:

|a. |formal rules that govern consumption behavior |

|b. |informal rules that govern consumption behavior |

|c. |consumer experiences |

|d. |A and C |

|e. |B and C |

ANS: B

17. Giving a corsage to one's prom date is an example of:

|a. |conspicuous consumption |d. |mandated consumption |

|b. |consumption norms |e. |None of the above. |

|c. |compulsive consumption |

ANS: B

18. ____ is defined as a response to an uncontrollable drive or desire to obtain, use, or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

|a. |Dysfunctional consumer behavior |d. |Ethnographic consumption |

|b. |A bad habit |e. |None of the above. |

|c. |Compulsive consumption |

ANS: C

19. Which of the following is not a type of compulsive consumption discussed in Chapter 6?

|a. |Compulsive depletion |

|b. |Compulsive shopping |

|c. |Compulsive using |

|d. |Compulsive possession |

|e. |All of the above are a type of compulsive consumption discussed in Chapter 6. |

ANS: E

20. Which of the following is not one of the ethnographic techniques used by the IDEO design firm?

|a. |Shadowing |

|b. |Consumer journey |

|c. |Behavioral mapping |

|d. |Camera journal |

|e. |All of the above are ethnographic techniques used by IDEO. |

ANS: E

21. When interpreting customers’ satisfaction scores for a particular company, it is important to:

|a. |remember that customer satisfaction is only weakly related to repurchase behavior. |

|b. |examine how these satisfaction scores have changed over time. |

|c. |consider how these satisfaction scores compare with those reported by competitors’ customers. |

|d. |B and C |

|e. |A, B, and C |

ANS: D

22. Which of the following is incorrect?

|a. |Customer satisfaction influences repeat buying. |

|b. |Customer satisfaction shapes word-of-mouth communication. |

|c. |Customer satisfaction influences consumers’ price sensitivity. |

|d. |Understanding post-consumption evaluations carries important implications for competitive strategy. |

|e. |None of the above are incorrect. |

ANS: E

23. Blogs are:

|a. |groups of dissatisfied consumers that ban together over the Internet to generate negative word-of-mouse communication |

|b. |reoccurring problems that prevent a product from delivering a positive consumption experience |

|c. |Internet search engines available only to subscribers |

|d. |websites that contain an online personal journal with reflections, comments, and often hyperlinks provided by the writer|

|e. |None of the above. |

ANS: D

24. The net promoter index is calculated by taking the difference between the proportion of a company’s customers labeled as:

|a. |satisfied and dissatisfied |d. |supporters and resistors |

|b. |promoters and detractors |e. |None of the above. |

|c. |lions and mice |

ANS: B

25. Consumers may not feel the need to complain when they:

|a. |are only mildly dissatisfied. |

|b. |do not believe it’s worth their time and effort. |

|c. |do not hold the product directly responsible for their dissatisfaction. |

|d. |B and C |

|e. |A, B, and C |

ANS: E

26. According to the worldwide survey reported in Chapter 6, which brand has the greatest number of active brand advocates?

|a. |Rolex |d. |McDonald’s |

|b. |Nike |e. |Mercedes |

|c. |Cheerios |

ANS: E

27. Satisfaction depends on:

|a. |consumers' perceptions of the product's performance during consumption |

|b. |consumers' expectations of how the product will perform |

|c. |the feelings experienced during consumption |

|d. |A and B |

|e. |A, B, and C |

ANS: E

28. According to the expectancy disconfirmation model, satisfaction depends on:

|a. |consumption experiences |

|b. |understanding competitor's customers |

|c. |a comparison of pre-purchase expectations to actual outcomes |

|d. |reinforcing the attitudes of current customers |

|e. |All of the above. |

ANS: C

29. According to the expectancy disconfirmation model, which of the following is not a possible outcome?

|a. |Confirmation |

|b. |Rejection |

|c. |Negative disconfirmation |

|d. |Positive disconfirmation |

|e. |All of the above are possible outcomes according to this model. |

ANS: B

30. When a product’s performance exceeds consumers’ expectations, then ____ is said to occur.

|a. |Confirmation |d. |Positive disconfirmation |

|b. |Rejection |e. |None of the above. |

|c. |Negative disconfirmation |

ANS: D

31. The problem with setting consumers’ expectations as high as possible is that:

|a. |it increases the chances of customers being dissatisfied |

|b. |customers end up being spoiled |

|c. |it increases customers’ price sensitivity |

|d. |All of the above. |

|e. |None of the above. In fact, there is no problem with setting consumers’ expectations as high as possible. |

ANS: A

32. Consumers’ expectations about a product can be affected by the product’s:

|a. |advertising |d. |All of the above. |

|b. |packaging |e. |None of the above. |

|c. |price |

ANS: D

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